Package what you know and how you think in a way that makes ideal clients find and choose you, before you even enter the room.
Become The Answer.
A six week 1-1 coaching & editorial sprint for expert coaches and consultants who have the depth but not the words to explain it.
You have the business. You're still missing the words.
Does this sound familiar?
You've got the clients, the reputation, the years of proof that you know what you're doing. What you don't have is a ready answer for the moment someone asks what you actually do.
Three enquiries land in the same week.
A referral partner sends someone your way. A stranger messages through your website. A new contact at a conference.
All asking: so what is it you actually do?
There’s a temptation to shape-shift to fit whatever they needed (and, let's be honest, whatever they could pay).
But deep down you know the work that lights you up and who you want to be doing it for.
What's missing? Your Authority Brand.
The positioning that explains why you work this way, your approach, your beliefs, why you. Beyond just your service list.
Right now, that explanation lives scattered across old proposals, LinkedIn posts and client conversations when it should live somewhere they can read it before they call you.
Write the words that feel like an invitation
Imagine sending your prospective client just one thing, and having them arrive already sold.
Imagine a stranger finding your writing today, forwarding it to a business partner with one line: this is why we should work with her.
That's what a Hero Piece does.
A Hero Piece is one single essay, around 2,000 words long, that carries your Authority Brand positioning. It explains your One Big Idea.
It is something you send cold, drop into a proposal, or pin featured to your LinkedIn page and it does the heavy lifting introductions for you. Explaining your unique way of working, of thinking, of serving clients.
Because when your thinking IS the product, you need a buyable message to match. That’s what this is, but it’s more than a fancy tagline. It’s an invitation to your clients, who, once they’ve spent time with your Hero Piece, will be so ready to work with you.
Your writing can be your best sales person.
Introducing… The Answer
Six weeks. Three milestones. One piece of writing that keeps working long after you've published it.
The Answer is a one-to-one coaching and editorial sprint. In six weeks or stretching longer if life happens we’ll write three things that make your expertise buyable, and form the foundation of an Authority Brand that can scale in fees, reputation and impact:
Your Authority Brand positioning statement this is who you want to be known as, and why
Your One Big Idea this is a big, ownable, message you share in the market that gets attention and holds it
Your Hero Piece this the c.2,000-word essay that carries both out into the world on your behalf. Your rallying cry, your manifesto, your framework.
I've taken 30+ founders through this process and many more through positioning decisions.
My process works because it isn't just a framework you fill in alone. It's built with me, one to one, and we work on it until each sentence is actually right.
Because a brilliant brain needs a buyable message to match.
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Before this building authority felt like staring out at one enormous, shapeless ocean. Ellen breaks it into smaller, achievable steps without watering anything down or cutting any corners.
Hedvika Ticha
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Ellen helped me raise my voice finally. I have been sitting on a hundred unpublished articles for years and I finally got it together and launched my monthly magazine. It's been a big help to reinforce my love for and my positioning in leadership coaching.
Dave Nettleton
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I've been really in my head about my positioning, but working through my OBI and how I want to present my Hero Piece has me thinking about and around my topic and my business in so many different ways. Ellen's prompts and examples have really helped me to consider different perspectives.
Caitlin Rozario
All the Details
How the six weeks breaks down
Weeks 0-1: Authority Brand Positioning
We write your positioning statement. That is, a short, sharp way of explaining what you do, for who and what happens as a result. It showcases a little bit of your uniqueness along the way.
With this, strangers instantly understand your business's focus, and your thinking becomes legible enough to become a line item on someone's budget
Weeks 2-3: Define your One Big Idea
We craft a message that explains what your unique perspective is, in a way that captures people’s attention far and wide.
Your One Big Idea bridges what you do with why you do it, and is a conversation starter that’ll not only get you booked on podcasts and asked for your opinion on this matter, but becomes the editorial backbone of all your myriad of ideas and perspectives. Or the sun in your solar system of ideas.
Weeks 4-6 and beyond: Write your Hero Piece
By week six, or maximum nine if you need longer, you’ll write a piece of content that showcases your One Big Idea, your Authority, and what you actually stand for.
Think of it as a sales letter that educates and persuades without ever feeling salesy. A Hero Piece works on your behalf for months, if not years, to come. You'll write this with a lot of hands-on help from me.
The beauty of these three things? Once they’re done, you shouldn’t need (or want) to change them for 1-2 years, or longer.
Most clients move on from these things to build an ecosystem of clients and content that will compound around these decisions.
My role is not to just ‘get it done’. It’s to ensure you are feeling clear, aligned and excited about your positioning and your One Big Idea. That is what will produce the best, most client-attracting Hero Piece imaginable.
Why this piece of writing does so much
Demonstrates your expertise without you in the room
Works like a sales letter to your ideal client — inviting them in, making them feel seen and understood
Keeps attracting clients for months, even years, after you publish it
Outlives the algorithm — SEO keeps delivering traffic long after the post date
Sharpens your own thinking, which makes you sharper in both sales and delivery
What you'll walk away with
More conviction in your own ideas — Authority grows from the clarity and depth of thinking this forces
A Hero Piece — the spine of your Body of Work — working as a magnet for aligned clients
Clients quoting your own words back to you in enquiries, discovery calls, and delivery, for months if not years to come
A clearer read on your market, from getting your Hero Piece in front of it
“This course is a brilliant way to organize your Big Thoughts into long-form content that actually serves you and your business.
If you're someone who makes a living selling ideas and supporting other humans, I can't recommend this highly enough!”
— Lis Best, Girls Club Collective
What stops entrepreneurs doing
Long-Form content effectively?
WHAT TO WRITE
Knowing which ideas are impactful enough to warrant your precious time
Having your OBI means you’ll never doubt this again.
HOW TO WRITE
Overthinking the best structure, voice, format and how much to reveal for free.
Structure for a Hero Piece is repeatable, and you’ll learn fast.
WHEN TO WRITE
It’s “important but not urgent,” and… “one day” isn’t a day on the calendar
Feedback and accountability with real deadlines is your ticket.
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What stood out most was Ellen's editorial feedback. You can tell she cares. She brings both rigour and warmth to this course. If you've been carrying ideas in your head and haven't been able to get them into long form written content, this will help you do it.
Sadia Ghazanfar
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Ellen’s guidance has enough depth to be powerful and enough punch to be applied fast. This space helps you build trust, build momentum, and shift your posture — all the way down to the words you choose for an email, a proposal, or a conversation. The authority ripple effect feels real.
Donatella Caggiano
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Most of the time I'm too busy doing the work to think about why I do the work. The process and frameworks have been so useful in clarifying my thinking, and I'm already finding key themes and phrases coming up in conversations with clients.
Alan Rutter
Your Investment
The Answer is a personalised 1-1 programme that includes:
Three 50-minute coaching sessions
A 6-week guided roadmap with deadlines, accountability, feedback and progress tracking (extendable up to nine weeks if needed)
Feedback on your ideas and writing delivered asynchronously, between sessions
AI support helper trained on Ellen’s materials and on demand training videos and worksheets
Thorough editorial review up to 3 rounds of your Hero Piece
Alumni One Big Idea and Hero Pieces for inspiration
Total investment: £2,250 GBP
(Until October 15th)
Payable in up to two instalments.
“This process gave me huge clarity on my work and a repeatable way to write long-form content with confidence. It sparked my entire 2026 content strategy—and the Hero Piece led to three people booking calls with me, plus an invitation to be interviewed for a book as a human skills expert.”
— Hayley Dawson, Let’s Talk Human Skills
Is this right for you?
Right for you if…
You can commit to three coaching sessions, homework in between, and writing your Hero Piece over six to ten weeks
You're a founder, coach or consultant with real business experience to draw from and write about (part-time founders welcome)
You're serious about building a Body of Work that grows your business over the long run — whether you're just starting out with long-form writing or keeping a habit going
Not for you if…
You don’t want to do the writing yourself
You have zero experience with websites, emails, or social media and need a lot of hand holding
You are expecting quick hacks or viral moments from the get-go
Hero Pieces transformed my business (and my life)
Take it from me: I’ve sustained a six-figure coaching practice for the last three years with almost no reliance on social media.
Where did my clients find me? My writing online.
“The pieces that have consistently brought in multiple inbound leads each month — from strangers across the world have all been long-form content (2,000+ words).”
I’ve been a business owner since 2020 and in that time I have never…
Gone viral
Had more than 1k followers on Instagram
Used paid ads
Sent cold DMs or outbound emails for clients
But I’ve been fully booked.
That's down to writing consistently, and getting properly good at writing long-form content that works like a sales letter to my ideal clients. It's time I showed you exactly how it's done.
Got questions before committing?
Use the form provided to ask Ellen what’s on your mind.